► This paper examines a series of games created by brands and attempts to identify key aspects that a brand could consider when creating its own…
(more)

▼ This paper examines a series of games created by
brands and attempts to identify key aspects that a brand could
consider when creating its own advergame. The purpose of this study
is to examine four brands’ advergames to understand what strengths
and weaknesses have made those games thrive or flop among a
technology-dependent audience. The principal conclusion is that the
fast-food industry has the ideal characteristics to create a
successful advergame. However, brands in a variety of industries
can venture into developing advergames if they follow the
characteristics identified in this paper.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair).

Licha-López, V. (2015). The branding game: a study on advergames, a successful way
to connect with today's gamified audience. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466

Chicago Manual of Style (16th Edition):

Licha-López, Verónica. “The branding game: a study on advergames, a successful way
to connect with today's gamified audience.” 2015. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466.

Licha-López V. The branding game: a study on advergames, a successful way
to connect with today's gamified audience. [Internet] [Masters thesis]. University of Southern California; 2015. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466.

Council of Science Editors:

Licha-López V. The branding game: a study on advergames, a successful way
to connect with today's gamified audience. [Masters Thesis]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466

University of Southern California

2.
Cabezas, Maritza C.Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals.

► An exploration of market trends in the mobile digital landscape and the impact it has had on live events, in particular its influence on Marketing,…
(more)

▼ An exploration of market trends in the mobile digital
landscape and the impact it has had on live events, in particular
its influence on Marketing, Branding and Public Relations
professionals followed by strategies and tactics to gain and
maintain the attention of the digital consumer.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Tenderich, Burghardt (Committee Member).

Cabezas, M. C. (2014). Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/367834/rec/1998

Chicago Manual of Style (16th Edition):

Cabezas, Maritza C. “Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals.” 2014. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/367834/rec/1998.

MLA Handbook (7th Edition):

Cabezas, Maritza C. “Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals.” 2014. Web. 22 Feb 2019.

Vancouver:

Cabezas MC. Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals. [Internet] [Masters thesis]. University of Southern California; 2014. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/367834/rec/1998.

Council of Science Editors:

Cabezas MC. Digital impact: the impact of mobile digital technology on
live music events and its influence on marketing, branding and
public relations professionals. [Masters Thesis]. University of Southern California; 2014. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/367834/rec/1998

University of Southern California

3.
Cavanaugh, Patrick James.
Engaging in the conversation; best practices in strategic
social media.

► In the Strategic Public Relations industry, professional communication is defined by well-crafted messaging and carefully chosen distribution channels. As the Internet becomes the prime channel…
(more)

▼ In the Strategic Public Relations industry,
professional communication is defined by well-crafted messaging and
carefully chosen distribution channels. As the Internet becomes the
prime channel of communication for much of the population –
through Social Media – professionals who are willing to engage in
the conversation must come to understand the world they are
entering, and this paper provides both an introduction to and a
framework for discussing that medium. It is my contention that an
understanding of the principles of community and identity, as
defined relative to a virtual reality, grants insight to exploring
the various platforms of Social Media and the norms and principles
that define each. As Social Media is an emerging phenomenon, this
shall by no means serve as the complete authority on the subject,
however it is my aim to provide a foundation for an ongoing review
of best practices in Strategic Social Media.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), Wang, Jian (Jay) (Committee Member), LeVeque, Matthew (Committee Member).

Cavanaugh, P. J. (2009). Engaging in the conversation; best practices in strategic
social media. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll127/id/237913/rec/2362

Chicago Manual of Style (16th Edition):

Cavanaugh, Patrick James. “Engaging in the conversation; best practices in strategic
social media.” 2009. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll127/id/237913/rec/2362.

Cavanaugh PJ. Engaging in the conversation; best practices in strategic
social media. [Masters Thesis]. University of Southern California; 2009. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll127/id/237913/rec/2362

University of Southern California

4.
Rich, Amber N.Generating valuable content for a destination in order to
reach a new generation of travelers.

► “Millennials are the most diverse generation ever born in the Unites States; they are becoming the most educated generation in American history; and they are…
(more)

▼ “Millennials are the most diverse generation ever born
in the Unites States; they are becoming the most educated
generation in American history; and they are easily the most
connected generation of all time.” ❧ This paper explores how the
Millennial Generation—young Americans ages 13 to 30 – differs from
all previous generations and the impact these changes will have on
destination marketing organizations that rely on travel and tourism
to bring economic benefit to a destination. ❧ This generation is
unlike any other. Technology plays a significant role in a Gen Y
vacation and few of them leave home without a laptop, cell phone or
tablet. Millennials also place high value on the opinions of others
and seek greater approval from their peers. They’re interested in
capturing share-worthy moments through photos, videos and posts
that show who they are or who they aspire to be. These travelers
value authenticity and have less trust in large organizations. They
want to hear real travel stories from real people, not scripted
messages from a Destination Marketing Organization. ❧ Through
primary and secondary research, I show that Millennials are less
reliant on traditional sources to plan for vacations and to find
entertainment once they’ve reached their destination. Traditional
advertising messages are largely obsolete for these young
travelers. Instead, they are reading reviews and asking friends
online for recommendations. To build on what we’re starting to know
about Millennials, I surveyed 100 Millennial travelers and,
although they are not a representative sample, their feedback
reiterates much of the existing research. Interviews with top
travel bloggers also provide insights into current ❧ In order for
Destination Marketing Organizations to remain relevant with an
audience that mistrusts corporations and prefers to learn from
fellow travelers and friends, they must learn to let go of
controlled messages. Targeted advertising will not work with these
tech-savvy researchers. Millennials want the locals’ perspective.
They want to go where locals go, eat where other Millennials eat
and stay at the highest rated hotel. So DMOs must also learn to
encourage conversation among travelers. If local bloggers are
frequenting a new, up-and-coming neighborhood, the DMO should
highlight their conversations and cross promote. Lastly, DMOs must
find and enable brand advocates. There are probably already several
online journalists talking positively about your city. Find them
and let them tell their story of your destination because real
stories from real travelers are all that Millennials want to
hear.
Advisors/Committee Members: Thorson, Kjerstin (Committee Chair), Kessler, Joe (Committee Member), LeVeque, Matthew (Committee Member).

Rich, A. N. (2012). Generating valuable content for a destination in order to
reach a new generation of travelers. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30785/rec/2982

Chicago Manual of Style (16th Edition):

Rich, Amber N. “Generating valuable content for a destination in order to
reach a new generation of travelers.” 2012. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30785/rec/2982.

MLA Handbook (7th Edition):

Rich, Amber N. “Generating valuable content for a destination in order to
reach a new generation of travelers.” 2012. Web. 22 Feb 2019.

Vancouver:

Rich AN. Generating valuable content for a destination in order to
reach a new generation of travelers. [Internet] [Masters thesis]. University of Southern California; 2012. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30785/rec/2982.

Council of Science Editors:

Rich AN. Generating valuable content for a destination in order to
reach a new generation of travelers. [Masters Thesis]. University of Southern California; 2012. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30785/rec/2982

▼ This paper examines the crisis management of two
prominent nuclear crises - 2011 Fukushima Nuclear Crisis in Japan
and 1979 Three Mile Island Nuclear Crisis in the United States.
More specifically, it chronicles how the two crises unfolded and
analyzes the crisis management efforts using the Strategic Planning
Model. The purpose of this study is to substantiate basic rules and
complete the best practices for crisis communication today, by
comparing crisis management in the two cases. The whole process of
crisis communication is divided into three phases - pre-crisis
planning, crisis, and post-crisis key learnings. Another aim is to
study the differences in best practices of crisis communication
between these two nuclear calamities. Different communication
environment and utilization of social media in crisis communication
are highlighted. The key issues discussed in this paper include
analysis and comparison of risk assessment, crisis management plans
(CMP), crisis management teams (CMT), communication strategies and
tactics, communication effects, and post-crisis key learnings in
the two cases. The principal conclusion is that the basic rules of
crisis communication, ""ACT FAST"" hold true in contemporary
nuclear crisis communication. At the same time, the utilization of
social media should be properly incorporated into the whole crisis
communication plan. The best practices, ""ACT FAST"", actually also
mean that crisis communication should act fast according to the
changes of communication technologies, tools, trends, etc, and
optimize the communication resources and strategies.
Advisors/Committee Members: Swerling, Jerry (Committee Chair), LeVeque, Matthew (Committee Member), Fong, Mei (Committee Member).

► Growth Hacking: A Deep Look into Online Marketing for Startups sets out to define the new subculture of marketers that call themselves growth hackers. The…
(more)

▼ Growth Hacking: A Deep Look into Online Marketing for
Startups sets out to define the new subculture of marketers that
call themselves growth hackers. The paper looks at how the term
differs from traditional marketing and what this means for the
future. ❧ Growth hacking is a term partially created and
popularized by Sean Ellis, Founder of Qualroo, in 2010 that puts
growth at the forefront of marketing efforts. The high failure rate
of startups calls for rapid user acquisition and puts growth as the
top priority for a startup team. The difference between traditional
marketing and growth hacking is the focus on data and split
testing, along with the set of issues startup marketers address.
Often, startup teams need to define their audience and find
product-market fit, whereas established companies focus on issues
such as rebranding or increasing sales. A growth hacker finds
innovative ways to use existing platforms for growth and is
passionate about metrics. The new term is needed to highlight the
importance of data in marketing and ingraining marketing into
product design in the tech space. ❧ The goal is to take people that
are unaware of the product or service and transform them in to
brand advocates as quickly as possible. The main types of growth
hacking include: viral acquisition, word of mouth marketing, email
marketing, paid acquisition, content marketing, search engine
optimization and A/B testing. By examining tactics carried out by
Dropbox and Candy Crush, one will see first-rate examples of growth
hacking success. ❧ Critics claim that growth hacking promotes false
hope of achieving rapid growth by employing one fast- acting
tactic. Some say that the term defines nothing new, and it is all
just marketing. The negative perception is due to a
miscommunication of the intention of the term’s creation and its
definition. Others argue that the practice is unethical. Ethical
lines are sometimes crossed when discussing spamming networks and
obtaining contact information, which calls for a higher set of
standards for all marketers. ❧ Though big businesses and agencies
do not have the integration between the marketing and product
development departments that growth hacking requires, the ideas
will cross over to such organizations. As evaluative techniques
improve and our society continues to move online, all marketers
will need to be tech savvy and will be held accountable for showing
the results of their strategies. Qualifications for marketing
positions will change to support a technological and data-driven
world.
Advisors/Committee Members: Tenderich, Burghardt (Committee Chair), LeVeque, Matthew (Committee Member), Jackson, Laura Min (Committee Member).

► This paper explores the present natural disasters crisis communications findings and best practices, and applies them to develop the ideal crisis communication plan for Italy…
(more)

▼ This paper explores the present natural disasters
crisis communications findings and best practices, and applies them
to develop the ideal crisis communication plan for Italy in the
case of an earthquake disaster. Specifically, the purpose of this
study is to address the Italian government’s significant lack of
earthquake crisis communication preparedness, by providing
guidelines for the best crisis communication plan that the country
can implement on its most vulnerable regions. Rome, Italy was
chosen because of the city’s considerable volume of valuable
historic monuments and high tourism traffic, making it highly
susceptible to an earthquake catastrophe. The comparison of
California’s best practice plans for natural disasters to Italy’s
current crisis communication plan for Rome, revealed the country’s
neglect of available and effective new crisis communication tools,
particularly social media channels and mobile technologies. The
principal conclusion is that facing an earthquake disaster without
a prepared strategic crisis communication plan in place, will lead
to unfavorable long-term consequences for both victims and
government agencies involved in the crisis response and
recovery.
Advisors/Committee Members: Tenderich, Burghardt (Committee Chair), LeVeque, Matthew (Committee Member), Floto, Jennifer D. (Committee Member).

► In the last thirty years, the incidence of obesity has grown at alarmingly rapid rates. In 2010, the International Association for the Study of Obesity…
(more)

▼ In the last thirty years, the incidence of obesity has
grown at alarmingly rapid rates. In 2010, the International
Association for the Study of Obesity estimated that about 25% of
the world's population was obese or overweight.¹,² Although obesity
is becoming increasingly prevalent throughout the world, it is
particularly problematic in developed countries where it is
considered one of the greatest health threats. Obesity affects
quality of life, relationships, and self-esteem. More important, it
poses serious health consequences and, therefore, represents
significant medical costs. ❧ In response to the alarming trends,
anti-obesity programs are being implemented in cities and countries
around the world. This document explores existing anti-obesity
efforts that lie within the realm of public health communications.
It analyses them from a theoretical (communicational),
psychological, and sociological standpoint, and explores how they
are playing out in the modern communication ecology. It includes
in-depth analyses of public health communication campaigns in three
localities: New York City, Los Angeles County, and the United
Kingdom. Other campaigns were also examined and are referenced and
used as examples throughout the document. The paper compiles a list
of issues and challenges faced by communication practitioners
involved in the topic. In addition, it provides a list of key
takeaways and conclusions, including best practices, failed
strategies to avoid, potential obstacles, and requirements for
success. The elements outlined in the last two chapters are meant
to guide governments and other organizations planning future public
health communication initiative to address the obesity epidemic. ❧
¹ "About Obesity" IASO, Last modified September 3, 2012. ❧ ² "2012
World Population Data Sheet" Population Reference Bureau
(PRB).
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Tenderich, Burghardt (Committee Member), Floto, Jennifer D. (Committee Member).

Orellana, M. R. (2013). Public health anti-obesity communication: an analysis of
current campaigns for future guidance. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/323845/rec/5322

Orellana MR. Public health anti-obesity communication: an analysis of
current campaigns for future guidance. [Masters Thesis]. University of Southern California; 2013. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/323845/rec/5322

► This paper examines the status of public relations in the digital era through a look back at the evolution of public relations and outlooks for…
(more)

▼ This paper examines the status of public relations in
the digital era through a look back at the evolution of public
relations and outlooks for the future, furthermore, how the digital
landscape is affecting brand advocacy and perceptions on a global
scale. The key issues discussed within are the rise of public
relations in the United States and around the world, the emergence
of social media, the new tactics that are being used by public
relations professionals, and how the public relations sector is
evolving into a new brand of all-encompassing communications firms.
This paper will also discuss the ideals behind digital media and
campaigns, as well as important considerations for global digital
strategy. Public relations is changing, and while traditional
public relations activity is the heart of its practice, the public
relations industry must be prepared for the digital age and
beyond.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), Tenderich, Burghardt (Committee Member), LeVeque, Matthew (Committee Member).

► This thesis examines five of the world’s most‐beloved companies, including Coca‐Cola, Nike, Hewlett‐Packard, the University of SouthernCalifornia, and Whole Foods. Each is outlined in…
(more)

▼ This thesis examines five of the world’s most‐beloved
companies, including Coca‐Cola, Nike, Hewlett‐Packard, the
University of SouthernCalifornia, and Whole Foods. Each is
outlined in a case study format to identify how brand adoration, or
love for a brand, is cultivated among consumers. Interviews were
conducted with brand managers at four of these companies in order
to gain insight into the brand strategy behind these emotional
connections. Content analysis was used to evaluate how the
companies employed social media to further enact those strategies.
The hypothesis was that any company could develop brand adoration,
even if the brand wasn’t well known or the company was
small.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), Lynch, Brenda (Committee Member), LeVeque, Matthew (Committee Member).

► Microblog has become one of the most useful social media platforms for public relations practitioners. This paper focuses on the study of the most shared…
(more)

▼ Microblog has become one of the most useful social
media platforms for public relations practitioners. This paper
focuses on the study of the most shared pictures on the two
microblog platforms, Twitter and Weibo. It explores how those
pictures function on social media platforms that are fundamentally
text-based. It also seeks to identify the differences in visual
communication between Twitter and Weibo.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), LeVeque, Matthew (Committee Member), Wang, Jian ""Jay"" (Committee Member).

► By retroactively looking back at the major events that have shaped Disneyland’s public perception and proactively looking at emerging technologies, a public relations professional can…
(more)

▼ By retroactively looking back at the major events that
have shaped Disneyland’s public perception and proactively looking
at emerging technologies, a public relations professional can
better understand how Disneyland has become a leader in theme park
and resort industry. Through the understanding of the Disneyland
Resort as a communication artifact, and augmented by outside
resources such as the Walt Disney Family Museum and Cast Member
interviews, this case study gives a comprehensive look at
Disneyland’s past and possible future.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Floto, Jennifer D. (Committee Member), Jackson, Laura Min (Committee Member).

Lee, K. L. (2015). 60 years of magic: an in-depth look at Disneyland’s use of
public relations strategies. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/530029/rec/22

Chicago Manual of Style (16th Edition):

Lee, Kathryn L. “60 years of magic: an in-depth look at Disneyland’s use of
public relations strategies.” 2015. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/530029/rec/22.

MLA Handbook (7th Edition):

Lee, Kathryn L. “60 years of magic: an in-depth look at Disneyland’s use of
public relations strategies.” 2015. Web. 22 Feb 2019.

Vancouver:

Lee KL. 60 years of magic: an in-depth look at Disneyland’s use of
public relations strategies. [Internet] [Masters thesis]. University of Southern California; 2015. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/530029/rec/22.

Council of Science Editors:

Lee KL. 60 years of magic: an in-depth look at Disneyland’s use of
public relations strategies. [Masters Thesis]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/530029/rec/22

► This thesis examines how collegiate sports/athletics departments should prepare for and handle crises in terms of communications and public relations. While many universities have rough…
(more)

▼ This thesis examines how collegiate sports/athletics
departments should prepare for and handle crises in terms of
communications and public relations. While many universities have
rough plans as to how to handle a crisis operationally, few have
contingency plans that outline how it should communicate with its
key stakeholders in times of crisis. By examining four important
case studies, this thesis stresses the importance of crisis
planning in addition to outlining how collegiate sports programs
should prepare a Crisis Management Plan that will guide the
university's communications though crises. After outlining four
standard crisis management models, two case studies (Duke Men's
lacrosse and Penn State football) demonstrate how prominent
universities failed to handle sports crises properly in terms of
communication and public relations. Next, two case studies of
successful sports crisis responses (Montana State University
football and Baylor Men's basketball) highlight some of the current
best practices for handling communications throughout collegiate
communication crises. Finally, this thesis outlines the author's
New Practical Crisis Communication/Management Model for Collegiate
Athletics and argues the best practices for universities to utilize
when facing a communication and public relations
crisis.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), Tenderich, Burghardt (Committee Member), LeVeque, Matthew (Committee Member).

► This thesis assesses the use and effectiveness of social media in Investor Communications by (1) reviewing the concepts of Investor Communications and social media, (2)…
(more)

▼ This thesis assesses the use and effectiveness of
social media in Investor Communications by (1) reviewing the
concepts of Investor Communications and social media, (2) exploring
the uses of social media specifically in Investor Communications
and stakeholders’ attitudes toward them, and (3) summarizing the
overall effectiveness of social media’s usage in Investor
Communications. Based on a critical analysis of the above evidence,
the author draws conclusions as to what are the most appropriate
and effective roles of social media in the practice of Investor
Communications and to what extent social media should be utilized
in Investor Communications. The assessment and analysis are based
on secondary research including citations from reference books,
academic journals, websites, mainstream media, and professional
blogs, as well as primary research including a content analysis and
interviews with three Investor Communications
professionals.
Advisors/Committee Members: Swerling, Jerry (Committee Chair), Brabham, Daren C. (Committee Member), LeVeque, Matthew (Committee Member).

Li, M. (2015). A critical assessment of the uses and effectiveness of
social media in investor communications. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/560129/rec/159

Chicago Manual of Style (16th Edition):

Li, Mianmian. “A critical assessment of the uses and effectiveness of
social media in investor communications.” 2015. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/560129/rec/159.

Li M. A critical assessment of the uses and effectiveness of
social media in investor communications. [Internet] [Masters thesis]. University of Southern California; 2015. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/560129/rec/159.

Council of Science Editors:

Li M. A critical assessment of the uses and effectiveness of
social media in investor communications. [Masters Thesis]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/560129/rec/159

► Most practitioners have realized the essential role social media could play in communication, marketing and issue advocacy. But few of them are confident about how…
(more)

▼ Most practitioners have realized the essential role
social media could play in communication, marketing and issue
advocacy. But few of them are confident about how to use social
media effectively. This paper tries to address this issue in two
ways: theoretically and methodologically. First, this paper
examines previous research, to reveal the mechanism about why
people share and what people like to share. In general,
self-serving factors act as internal motivations; content factors
may further trigger people’s interests; context factors could
moderate people’s willingness and preference of sharing. This
theory cluster provides a pool of potential factors that may
increase social media effectiveness. Second, this paper argues that
controlled experiments could serve as an effective, low-cost way
for practitioners to learn their audience and test which potential
factors would work on their social media accounts. Compared to
other existing methods, controlled experiments help to reveal the
underlying factors of social transmission in a reliable way. The
researcher also conducts three sample experiments and creates a
workflow as an actionable guidance on how to conduct controlled
experiments in practice. This paper aims to help practitioners
conceptually understand the mechanism about how their audience
share social media message. Only by deeply learning their audience,
can practitioners be proactive and design customized, sharable,
effective social media messages.
Advisors/Committee Members: Thorson, Kjerstin (Committee Chair), Lynch, Brenda (Committee Member), LeVeque, Matthew (Committee Member).

► Mommy blogging in China is receiving more attention with the bloggers actively involving in many kinds of on- and off-line activities. Xiaoxing Wang, a famous…
(more)

▼ Mommy blogging in China is receiving more attention
with the bloggers actively involving in many kinds of on- and
off-line activities. Xiaoxing Wang, a famous mommy blogger who
keeps three blogs, one microblog, one online store, one podcaster
and writer of seven best-sell lifestyle books, is used as the case
to study a typical Chinese mommy blogger’s blogging habits and her
backstage motivations.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), Lih, Andrew (Committee Member), LeVeque, Matthew (Committee Member).

► The purpose of this thesis is to gain an in‐depth understanding of the role the visual literacy explosion has played and will continue to play…
(more)

▼ The purpose of this thesis is to gain an in‐depth
understanding of the role the visual literacy explosion has played
and will continue to play in public relations campaigns and
communications. This paper chronicles how the visual literacy
explosion has emerged in the age of social and mobile
communication, and how some organizations have taken full advantage
of this phenomenon through establishing commonly accepted practices
that may be adopted by other companies. This study not only
investigates the visual literacy explosion during the growth of
social media and mobile communication, but it also explores how it
has made an impact on the public relations and news industry as a
whole. The key issues explored in this paper include the origins of
the visual literacy explosion, the factors that lead to its rise,
the characteristics of a generation that craves visual information,
case studies in visual communications and commonly accepted
practices for public relations practitioners. The results of this
research suggest that social media and new technology have driven
the visual literacy and communications disruption as a means to
quickly and emotionally connect with audiences in an age of brevity
in communication. In conclusion, this thesis argues that visual
content in communication is not only a current trend in public
relations, but it is also the new standard in
communications.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Floto, Jennifer D. (Committee Member), Tenderich, Burghardt (Committee Member).

► This paper examines public relations professionals and how vital they have grown to be within the music industry. ❧ More specifically, this thesis explores a…
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▼ This paper examines public relations professionals and
how vital they have grown to be within the music industry. ❧ More
specifically, this thesis explores a publicist’s responsibilities
in the changing industry and effective strategies that have reduced
the importance of record companies in an artist’s career. The old
model of doing business is rapidly becoming obsolete. ❧ Once the
1990s approached, the industry was more predictable. The Internet’s
influence began to grow and dominate causing things to change
quickly. An example of this is that artists are now able to record
and distribute their own content online without the help of a major
label or contracts. Achieving the milestone of a record deal is a
concept that is now vanishing. The idea of being “discovered” while
paying to a small audience has grown somewhat impossible. ❧ The old
music industry used to be all about the middleman, such as a record
label, but now the middleman is rapidly diminishing. The industry
needs someone who knows how to manipulate the middle machine in
addition to mastering media coverage. Successful publicists should
simply connect listeners to what they want and provide suggestions
that they ultimately adopt. ❧ A s a result of declining music
sales, the pressure to offer more of an experience than simply
listening to an album release or worldwide tour has soared
dramatically. A strong campaign or media influence can make the
difference between an album or a single making the charts or not
profiting without public knowledge.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), LeVeque, Matthew (Committee Member), Tenderich, Burghardt (Committee Member).

Markell, A. (2013). Public relations in the music business: how publicists
continue to improve a changing industry. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/252313/rec/5324

Chicago Manual of Style (16th Edition):

Markell, Amanda. “Public relations in the music business: how publicists
continue to improve a changing industry.” 2013. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/252313/rec/5324.

Markell A. Public relations in the music business: how publicists
continue to improve a changing industry. [Internet] [Masters thesis]. University of Southern California; 2013. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/252313/rec/5324.

Council of Science Editors:

Markell A. Public relations in the music business: how publicists
continue to improve a changing industry. [Masters Thesis]. University of Southern California; 2013. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/252313/rec/5324

► This paper takes a look at how musicians and musical acts are utilizing and/or should be utilizing social media to increase brand awareness, further promote…
(more)

▼ This paper takes a look at how musicians and musical
acts are utilizing and/or should be utilizing social media to
increase brand awareness, further promote their brand and aid in
establishing brand equity. Social media, along with the advent of
digital file sharing, has dramatically affected the music industry
and its once traditional institutionalized paradigm. This paper
dives into the role social media plays in the ongoing evolution of
the industry – it analyzes best practices, tools and applications
that cater directly to the needs of musicians, how specific musical
artist accounts should be operated and much more. ❧ In 2012, bands
are no longer just bands, they’re brands, and social media plays an
integral role in the branding process. The principal conclusion of
this paper is that all musicians should STRATEGICALLY be engaging
in social media to sustain and/or further their brand. The ultimate
goal of this paper is provide valuable insight into how to
successfully be strategic when using social media to brand and
market a musical artist or act.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), LeVeque, Matthew (Committee Member), Lynch, Brenda (Committee Member).

► This paper seeks to understand the unique public relations challenges faced by U.S. nonprofit organizations as they work to prevent and mitigate the effects of…
(more)

▼ This paper seeks to understand the unique public
relations challenges faced by U.S. nonprofit organizations as they
work to prevent and mitigate the effects of climate change and
other environmental challenges through advocacy, coalition building
and other tactics. First, a SWOT analysis is used to examine the
challenges and opportunities for motivating individual behavior
change that would mitigate the inevitable effects of climate change
and other address other environmental issues. Next, a content
analysis of environmental nonprofits’ Twitter accounts is used as a
window into the status of environmental advocacy communication. The
final section is an application of relevant psychological and
communication theories to the practice of environmental public
relations in order to develop recommendations for public relations
practitioners in this space.
Advisors/Committee Members: Thorson, Kjerstin (Committee Chair), Jackson, Laura Min (Committee Member), LeVeque, Matthew (Committee Member).

Ward, N. (2013). Developing a strategy for public relations practitioners at
environmental nonprofits using insights from psychology. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/251725/rec/1901

Chicago Manual of Style (16th Edition):

Ward, Niku. “Developing a strategy for public relations practitioners at
environmental nonprofits using insights from psychology.” 2013. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/251725/rec/1901.

Ward N. Developing a strategy for public relations practitioners at
environmental nonprofits using insights from psychology. [Masters Thesis]. University of Southern California; 2013. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/251725/rec/1901

► This paper will explore branding guidelines for luxury conglomerates to best nurture success for a company’s many brands, while still adhering to the values of…
(more)

▼ This paper will explore branding guidelines for luxury
conglomerates to best nurture success for a company’s many brands,
while still adhering to the values of the parent organization.
First, this paper will examine the various categories and overall
concept of luxury to better understand the emotional pulls
customers have for specific brands and the industry as a whole.
This study will also review different luxury branding tools that
businesses use to bolster attention and recognition for their
brands. Finally, through a case study on luxury conglomerate LVMH
Moet Hennessy Louis Vuitton, the author will explore what has and
has not worked for the luxury giant as it develops brand strategies
for its ever-expanding group portfolio. Content analysis on two of
LVMH’s brands, Louis Vuitton and Sephora, was completed to discover
the different branding methods utilized by two very different
companies within the luxury sector. The conclusive goal of this
paper is to discern whether or not a more dominant conglomerate
brand strategy is effective in reaching target audiences within the
luxury market, or if allowing acquired brands to maintain
autonomous control over their individual branding yields greater
results.
Advisors/Committee Members: Floto, Jennifer D. (Committee Chair), LeVeque, Matthew (Committee Member), Jackson, Laura Min (Committee Member).

► Over the past several years, social media has emerged to redefine the way people communicate. A new communications environment was formed with new language, communication…
(more)

▼ Over the past several years, social media has emerged
to redefine the way people communicate. A new communications
environment was formed with new language, communication style and
power distribution. New ideas, activities and norms form a new kind
of culture that is unique to social media, but not stated in the
user agreement or explained in the “Help” sections of those
platforms. Companies try very hard to understand this new medium
and hope to use it to engage fans, shape customer experience and
leverage voices for greater marketing impact. ❧ In this thesis, the
researcher used both quantitative and qualitative methods to
analyze the tweets of the top 10 brands on Twitter ranked by the
social media analytic platform SocialBakers. By digging deep into
the cultural roots of identified patterns, the researcher mapped
out the cultural environment of social media and made
recommendations on how companies should communicate and interact
with audiences on social media. How do the top 10 most‐followed
brands manage their Twitter accounts? Does content creation work?
If so, what kind of content is well received? What do brands
compete for on social media: the number of followers or level of
engagement? Why does BlackBerry still thrive in the social media
environment? Why following‐back is proper etiquette? Questions like
those will be addressed.
Advisors/Committee Members: Tenderich, Burghardt (Committee Chair), Floto, Jennifer D. (Committee Member), LeVeque, Matthew (Committee Member).

Liu, Y. (2014). A study of the cultural environment of social media. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/412371/rec/405

Chicago Manual of Style (16th Edition):

Liu, Yijie. “A study of the cultural environment of social media.” 2014. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/412371/rec/405.

Liu Y. A study of the cultural environment of social media. [Internet] [Masters thesis]. University of Southern California; 2014. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/412371/rec/405.

Council of Science Editors:

Liu Y. A study of the cultural environment of social media. [Masters Thesis]. University of Southern California; 2014. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/412371/rec/405

University of Southern California

24.
Huang, Yi.
Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective.

► With the penetration of Internet and social media, the world is not only gradually turning into a flat place for international commerce, but also opening…
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▼ With the penetration of Internet and social media, the
world is not only gradually turning into a flat place for
international commerce, but also opening up to become a level
playing field for communications. Understanding how the cultural
element and the rise of social media influence global
communications is especially important for B2C technology companies
because they are committed to constantly bringing out innovative
products and communicating these new concepts to people all over
the world from different cultures. To help these companies
understand efficient communication patterns on social media in
different cultures, this thesis discusses how cultural differences
influence motivations of social media usage and then figures out
effective online communication patterns for B2C technology
companies. ❧ By reviewing current academic papers and conducting a
content analysis of social media activities of two international
B2C technology companies, Microsoft and Lenovo, on Chinese and US
social media platforms, the author finds out that: 1) Weibo is a
good place to build connections, while Twitter is a channel for
spreading information; 2) it’s important to embed human stories in
tweets/posts; 3)online giveaways can be effective in expanding the
audience base if done in a smart way; 4) it’s important to create a
character for the social media account; 5) real-time event hacking
is important; 6) using hashtags can help in navigation and
increasing online exposure; 7) visual elements are essential for
every tweet/post.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Floto, Jennifer D. (Committee Member), Tenderich, Burghardt (Committee Member).

Huang, Y. (2015). Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/595938/rec/1726

Chicago Manual of Style (16th Edition):

Huang, Yi. “Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective.” 2015. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/595938/rec/1726.

MLA Handbook (7th Edition):

Huang, Yi. “Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective.” 2015. Web. 22 Feb 2019.

Vancouver:

Huang Y. Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective. [Internet] [Masters thesis]. University of Southern California; 2015. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/595938/rec/1726.

Council of Science Editors:

Huang Y. Cultural differences in communication patterns of
international B2C technology companies on Weibo and Twitter: an
examination of effectiveness from a motivation perspective. [Masters Thesis]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/595938/rec/1726

University of Southern California

25.
Istanboulian, Ani.
A new power: how celebrities can use social media to
influence social movements.

► This thesis aims to provide a better understanding of celebrities and how they can use social media to influence social movements or social good. This…
(more)

▼ This thesis aims to provide a better understanding of
celebrities and how they can use social media to influence social
movements or social good. This paper analyzes the way celebrities
use social media to promote political and social issues and will
explore their ability to influence their publics. A social movement
will be defined as political or charitable activism for the
purposes of this paper. The purpose of this study is to investigate
social media “influence,” what causes people to react to a
celebrity’s social media post, and to study what makes a celebrity
influential on the Internet. ❧ Qualitative primary research
consisted of interviews with social media monitoring professionals
and public relations professionals. Interviewees included Caitlin
Maguire from Rock the Vote, a non-profit organization whose mission
is to engage and build political power for American youth, uses
music, pop culture, new technologies, and grassroots organization
to motivate and mobilize young people to participate in elections;
James Pitkin of Peer Index, a social media analytics company that
helps social media contributors assess and score their influence
and benefit from the social capital they have built up; and Jereme
Bivins, a nonprofit digital marketing and communications specialist
for The Foundation Center, a nonprofit organization that aims to
provide knowledge about philanthropies in the US. ❧ Additionally, a
survey was conducted to see how celebrities can influence their
publics with social media. I wanted to see why people chose to
support a celebrity’s call to action and what factors determined
their support.
Advisors/Committee Members: Thorson, Kjerstin (Committee Chair), Lynch, Brenda (Committee Member), LeVeque, Matthew (Committee Member).

Istanboulian, A. (2012). A new power: how celebrities can use social media to
influence social movements. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30702/rec/276

Chicago Manual of Style (16th Edition):

Istanboulian, Ani. “A new power: how celebrities can use social media to
influence social movements.” 2012. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30702/rec/276.

MLA Handbook (7th Edition):

Istanboulian, Ani. “A new power: how celebrities can use social media to
influence social movements.” 2012. Web. 22 Feb 2019.

Vancouver:

Istanboulian A. A new power: how celebrities can use social media to
influence social movements. [Internet] [Masters thesis]. University of Southern California; 2012. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30702/rec/276.

Council of Science Editors:

Istanboulian A. A new power: how celebrities can use social media to
influence social movements. [Masters Thesis]. University of Southern California; 2012. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/30702/rec/276

► The dietary supplement industry, as a category, has one of the highest cumulative market values in the U.S., one that is rapidly increasing despite the…
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▼ The dietary supplement industry, as a category, has
one of the highest cumulative market values in the U.S., one that
is rapidly increasing despite the economy’s fluctuations in recent
years. The following thesis will begin with an overview of the
dietary supplement industry, important governing bodies and
organizations within the industry and relevant legislation. It will
then analyze the current state of dietary supplement marketing. For
this purpose, the author will use the marketing of Coenzyme Q10
(CoQ10) supplements as a case study and analyze it with respect to
the six Ps of marketing (product, packaging, price, place,
promotion and people). A labeling analysis will be conducted to
examine the content of the labels of fourteen representative CoQ10
supplement products on the market. Based on the research conducted
by the author, suggestions for communication strategies and tactics
will be made following the Strategic Planning Model.
Advisors/Committee Members: Swerling, Jerry (Committee Chair), Lynch, Brenda (Committee Member), LeVeque, Matthew (Committee Member).

► Corporate reputation is the public’s perception of a company’s behavior, and a company’s behavior is one of the key elements that determine the success of…
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▼ Corporate reputation is the public’s perception of a
company’s behavior, and a company’s behavior is one of the key
elements that determine the success of a business. This paper
investigates the influence of traditional media and social media on
corporate reputation, compares media culture and news story focus
in different countries, including the U.S., China and Taiwan, and
analyzes the impact of corporate reputation on a company’s brand
value. The goal is to demonstrate why companies should invest in
digital communication strategies, overcome language and cultural
barriers that may hinder communication with a global audience, and
establish best practices for real-time crisis communication in the
digital age. In order to understand the relationships between
media, corporate image and consumer perceptions, this study
compares media responses to Abercrombie & Fitch’s former CEO
Mike Jeffries’ exclusionary comments on only selling products to
“cool and attractive people” in both 2006 and 2013. The results
showed that the amount of relevant media coverage in 2006 was
noticeably less than that of 2013, and the news stories were much
more aggressive and sarcastic in tone in 2013. This suggests that
the change in media landscape—from traditional media-driven to
social media-dominated—may be the reason why negative news spread
so quickly in 2013 and escalated into a crisis that damaged the
brand and the company’s sales performance. In addition to analyzing
relevant U.S. and Chinese news stories, this study discusses the
importance of leadership reputation and Chinese consumers’
perception and expectations toward business leaders. The author
concludes by providing recommendations for companies to stay
competitive in the digital age. The findings in this study could be
the basis of further studies as well as valuable information for
companies that plan to expand their business to Asian
countries.
Advisors/Committee Members: LeVeque, Matthew (Committee Chair), Jackson, Laura Min (Committee Member), Brabham, Daren C. (Committee Member).

► Captivating theatrical trailers alone are no longer sufficient to entice moviegoers to a new film. Currently there is a shift in film promotion. Traditionally, raising…
(more)

▼ Captivating theatrical trailers alone are no longer
sufficient to entice moviegoers to a new film. Currently there is a
shift in film promotion. Traditionally, raising awareness for new
films relied heavily on advertising campaigns targeted to mass
audiences. Now it’s moving to include digital tools such as
interactive websites, mobile applications and social media
platforms, which have the ability to reach specific audience
segments. This shift is a reflection of a trend some have coined
“public engagement” and is the focus of this paper. ❧ Motion
picture studios now have to budget and execute campaigns for film
releases that create “the whole movie experience.” The art of
storytelling through filmmaking is taking on new forms and
expanding to include things outside of traditional screenings and
distribution channels. In response, innovative motion picture
studios are adjusting their engagement strategies in order to stay
relevant and effective. It is all in the spirit of bringing the
film to life for the audience and giving them the opportunity to
share moviegoing experience with others. ❧ This paper is intended
to be a snapshot of the current trends major motion pictures
studios use to promote the launch of new films and explore the
future of these campaigns. It investigates the rise of public
engagement in film launch campaigns and examines how studios have
adjusted to incorporate them. Results from case studies and other
primary research reveal that film studios are expanding beyond
mass-marketing campaigns to include strategies that engage
consumers in conversation and encourage them to share their
commentary and opinions with their peers. The principal conclusion
is that the use of public engagement in film launch campaigns is
not a short-lived trend, but rather a predictor of the future of
film promotions.
Advisors/Committee Members: Tenderich, Burghardt (Committee Chair), Floto, Jennifer D. (Committee Member), LeVeque, Matthew (Committee Member).

► With the gradual rise of China’s power in the international community, the concept and practice of foreign diplomacy has been reevaluated by the Chinese government.…
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▼ With the gradual rise of China’s power in the
international community, the concept and practice of foreign
diplomacy has been reevaluated by the Chinese government. In the
last decade of twentieth century, with broader implementation of
“Reform and Open up” policy nationwide, the Chinese economy has
rise into a new level. When looking back to what has been done in
terms of international diplomacy over the last ten years, it
becomes obvious that the Chinese external communication took on a
new approach, reflecting a more mature and proactive strategy than
ever before. Given this transformation shift on a national scale,
it is only fitting to contribute this graduation thesis on the
exploration of this topic. The purpose of the thesis is to examine
how the Chinese government undertakes its international
communication in the Western society, with specific focus on two
government campaigns. Hopefully, the thesis can provide a framework
of understanding on the new trend of the approach taken by the
Chinese government in its communication with the Western societies.
❧ The thesis comprises six chapters. The first chapter is aimed to
provide an overview of the Chinese government’s external
communication strategy in the past decade, with emphasis on
explaining the global climate and the needs for China to develop a
proactive approach in the international arena. The second and third
chapters will examine two specific campaigns that the government
did to engage with the Western public as these two cases symbolized
the greatest improvement in China’s external communication in
recent years. The fourth chapter is an analysis on media reactions
to these two campaigns. By highlighting the report and insights
from both American and Chinese sides, published reactions and
opinions across the Pacific will be discussed and scrutinized. The
fifth chapter supplies more feedbacks regarding the two campaigns
through the summarization of the results from a focus group, which
encouraged the participants to talk about their opinions about the
two commercials from a targeted audience’s perspective. The final
chapter serves as a conclusion of the thesis by summarizing the
responses to the two campaigns from all channels as well as
emphasizing some of the recommendations for the Chinese government
to further improve the nation’s international image.
Advisors/Committee Members: Wang, Jian ""Jay"" (Committee Chair), LeVeque, Matthew (Committee Member), Lynch, Brenda (Committee Member).

Yuan, T. (2012). The new great leap forward: a two-case analysis of modern
China's efforts in external communication strategies. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/5841/rec/7021

Chicago Manual of Style (16th Edition):

Yuan, Tian. “The new great leap forward: a two-case analysis of modern
China's efforts in external communication strategies.” 2012. Masters Thesis, University of Southern California. Accessed February 22, 2019.
http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/5841/rec/7021.

Yuan T. The new great leap forward: a two-case analysis of modern
China's efforts in external communication strategies. [Internet] [Masters thesis]. University of Southern California; 2012. [cited 2019 Feb 22].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/5841/rec/7021.

Council of Science Editors:

Yuan T. The new great leap forward: a two-case analysis of modern
China's efforts in external communication strategies. [Masters Thesis]. University of Southern California; 2012. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/5841/rec/7021

University of Southern California

30.
Pharaon, Rayana.
Crisis communication for tourism destinations in the new
media environment.

► This paper examines the shift from traditional media to new media in tourism destinations that might be hit by crises by closely looking at examples…
(more)

▼ This paper examines the shift from traditional media
to new media in tourism destinations that might be hit by crises by
closely looking at examples of tourist destinations that have faced
crises in the last year, as well as looking at a tourism disaster
management framework and what would need to be altered given the
new media environment. The purpose of the study is to examine how
social media was used by the chosen case studies during their times
of crisis, and concludes with recommendations on how destinations
could effectively use social media in the future. The key issues
discussed in this paper include how social media is changing crisis
communication, how traditional and new media are working together
in a crisis, and crisis communication planning for the future. The
principal conclusion was that education needs to be at the
forefront of any crisis plan, while synchronization, content,
language and tone all play an important part in effective crisis
engagement.
Advisors/Committee Members: Thorson, Kjerstin (Committee Chair), Floto, Jennifer D. (Committee Member), LeVeque, Matthew (Committee Member).